increase market share

Casino Market Research
We know your players. They speak. We listen.

casino market research strategy

As gaming competition increases, your ability to understand the desires, attitudes and behaviors of your customers, both existing and potential, will give you the edge. Knowing the likes/dislikes, attitudes and behaviors of casino players leads to valuable marketing and operational strategies. Casino market research provides powerful metrics and actionable insights that will help you build brand recognition, refine advertising messages and clarify best casino marketing tactics

What We've Learned
Casino operators who listen to their players and respond will grow revenues and profits faster than their competitors.

Gary Border, CEO

Apply research to increase market share

The Desert Diamond Casinos, an enterprise of the Tohono O'Odham Nation in Tucson, Arizona, selected Marketing Results as their marketing agency to develop a new position and associated advertising campaign for their multi-property organization. The name Desert Diamond was well known in the Tucson market and believed to be synonymous with gaming in the minds of casino players. However, the amenities of the property, i.e. hotel, restaurants, entertainment, players club, were underutilized.

Marketing Results conducted an Advertising, Awareness & Usage study and a Customer Satisfaction study to understand current awareness, consideration, trial and loyalty of Desert Diamond casinos in the Tucson market.

Based on the findings of the research, Desert Diamond Casinos changed their company name to Desert Diamond Casino & Entertainment to encompass all the properties had to offer. Marketing Results developed a new brand look, property logos and brand standards manual. The new image campaign launched, and reinvented the image of the diamond as the "Shape of Escape" to relate to casino gamers.

Follow up research conducted separately by Desert Diamond reported an increase in customer awareness and consideration from the benchmarks established in the initial research, and rated play increased 5% in a market that was in decline.


Our Market Research services include:

  • Gaming Market Segmentation Studies
  • Qualitative and Quantitative Gaming Research
  • Attitude, Awareneness & Usage Studies
  • Casino Player Focus Groups
  • Advanced Statistical Analysis
  • Customer Segmentation Analysis
  • Customer Satisfaction and Loyalty Surveys
  • Online, Mail and Telephone Surveys 
  • Competitive Shopper Programs
 Statistical techniques including Attitude, Awareness & Usage Studies, and Focus Groups help you gain the competitive advantage. 

Meg Schroeder, Vice President of Operations

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